Retail IT teams under pressure to deliver personalised customer experience

Customer demand for a more tailored shopping experience is putting pressure on retail IT teams to keep up the pace with technological change, according to a study by Aruba and Foresight Factory.

Focussing on the impact of technology expansion and innovation, the research looked at how retailers can use technology to be prepared for evolving consumer demands and operational challenges over the next 12-18 months.

Against an uncertain economic environment, technology requirements for retailers are becoming more complex, and as retailers compete for wallet share, they need to deliver flexible, tailored shopping experiences to attract new customers and retain both online and in-store shoppers.

Aruba and Foresight Factory uncovered five ways in which the retail experience is set change in 2023, and identified the implications this will have for the IT teams and networks tasked with delivering them.

Among the key findings, Aruba and Foresight said that retailers are set to bring immersive digital experiences in-store as they look to invest more in technologies such as AR and VR. Delivery options are also to become more diversified and retailers will need to take a hybrid approach to fulfilling orders such as pop-ups and on-demand couriers.

Innovations such as smart fitting rooms, livestreaming and cashierless exits can also be expected for 2023, while IoT sensor capabilities provide real-time insights to support operational savings and sustainability ambitions.

“Whether it’s immersive experiences, livestreaming, or new delivery methods, the technology requirements for retailers are becoming denser and more complex as they continue to battle for business. And while vital, new and modern technology will be dependent on having the right infrastructure to support it,” said Gerri Hinkel, director, solutions and vertical marketing, Aruba.

“In the face of continued change, retail companies need predictability and confidence in knowing their network can flex to meet evolving consumer demands and that their IT teams won’t fall under the burden of continued digitisation.”

To achieve this, Hinkel urged that retailers to reconsider their network approach – looking at alternative consumption models like NaaS to ensure that they not only have the agility to adapt as demands change, but are set up with a high-performing, secure, reliable, and automated network that can support this technology and leverage real-time insights to facilitate new customer-facing and smart store initiatives.

The pressure is mounting for retail IT teams, especially as they have also been warned that 59% of shoppers will switch to a competitor if they have fallen victim to a cyberattack.

Take a look at TI’s retail predictions for 2023